The campaign for the theatrical release for Mr. & Mrs. Smith, the War of the Roses with big honkin' guns flick starring new parents Brad Pitt and Angelina Jolie, was pretty standard. It played up two main elements in the movie, humor and action. There were plenty of shots of the two stars loaded for combat and interacting awkwardly with each other. The push made the movie seem pretty much like a funny action flick with a hint of sex appeal.

Which makes the campaign for the DVD (released yesterday) all that much more odd. The TV spots almost exclusively focus on the two stars having sex. And not just sex, but sweaty passionate sex in a variety of positions. Seriously, the spots show some pretty interesting stuff going on. There's almost nothing, maybe a shot or two. The rest is the two just having naughty sex.

The theatrical release was helped (a bit) by rumors of the two stars being a couple, but the DVD campaign seems to rely on their relationship completely. The sexy footage is being used because the DVD is coming out as "Unrated," a designation that's usually reserved for raunchy comedies that want to include more boobies on DVD than they could in theaters. It's pretty interesting that the people behind this DVD campaign decided that the best thing for this push was to play into the voyeuristic instincts of the home audience.